The PricePlow Podcast

The supplement industry is abuzz with changes, and one of the biggest announcements has been the hiring of Aaron Heidebreicht as Applied Nutrition’s USA CEO. This brings with us a major shift to AN’s North American strategy, all covered in this podcast. Aaron Heidebreicht Joins Applied Nutrition to Take on The Americas This podcast was recorded early in the morning before Expo West, where we got to sit down with Aaron and dovetail quite a few storylines. Many of our listeners know Aaron from his appearances in Episode #097 at GNC and Episode #105 at The Vitamin Shoppe, which came with Kaged, where he was the chief commercial officer since late 2022. Applied Nutrition’s first foray into the American market was with All Black Everything, a brand named from Europe’s best-selling pre-workout supplement that shares the same name. To understand the original mission of the business, see our Episode #114 with TJ Humphreys, their previous CEO. Aaron’s job is to keep the ABE vision, but take it larger, bringing a whole new series of AN Performance supplements to North America… and far more! https://blog.priceplow.com/podcast/aaron-heidebreicht-applied-nutrition-130 Video: Up and Early with Aaron Heidebreicht at Expo West 2024 https://www.youtube.com/watch?v=bm8joHE1aNw Detailed Show Notes: Applied Nutrition is Coming to the USA in a Big Way (0:52) – Applied Nutrition Background (1:34) – Applied Nutrition USA (2:54) – Applied Nutrition’s Vast Array of Products (4:18) – AN’s ABE Story Arc (6:18) – Aaron’s Transition From Kaged to Applied Nutrition? (7:05) – Aaron’s Journey (8:24) – Why Applied Nutrition? (11:35) – Who’s Aaron Bringing Over to AN? (12:38) – Why Not A Startup? (14:37) – AN’s North American Strategy (16:36) – Marketing Specifics (18:08) – Brand Ambassadors (19:45) – ABE’s Current Influencer Content (20:56) – ABE vs. AN, Building Brand Awareness (22:27) – Expanding On The ABE Nation Model (24:21) – The Untapped “Mature Nutrition” Market (25:30) – Strategies For Innovation (27:17) – The Growing Importance of Informed Sport (28:06) – AN’s New Branding vs. ABE Nation (31:13) – AN’s Unified Brand Strategy (33:16) – Myprotein As a Precedent For AN’s Strategy? (33:54) – Lessons Learned From Myprotein (36:25) – AN’s Strategic Priorities (38:19) – Mike’s Reflections on Aaron’s Career (38:54) – Upcoming Releases Where to Find Applied Nutrition and Aaron AN Instagram: @AppliedNutrition ABE Instagram: @ABENation LinkedIn: Aaron Heidebreicht ABE on PricePlow:… Read more on the PricePlow Blog

The industry is abuzz with changes, and one of the biggest realignments has happened down in Houston, TX, where Joey Savage (formerly of Glaxon) has started his own consulting firm, Savage Nutra. Joey Savage Launches Savage Nutra Consulting This podcast was recorded at the Arnold Sports Festival in early March 2024. At the time of recording, Joey had already announced his venture into consulting with Savage Nutra, so Mike and Ben dig deeper to see what he really wants to work on in his perfect world. The conversation is as wild and interesting as you’d think it would be, with a lot of discussion on novel probiotics, performance, the perfect stool, and crashing rockets into the firmament where water bears survive thanks to the carbohydrate trehalose. Joey’s not interested in making pre-workout after pre-workout, but if you’ve got an epic idea for him to work on, then he’s all ears. Only the most special projects will get the official Savage Nutra collab label, though. Note: Since recording this podcast, there have been updates to Joey’s employment situation, which are discussed in a disclaimer in the beginning of the show. https://blog.priceplow.com/podcast/joey-savage-nutra-129 Video: Mike, Ben, and Joey at the 2024 Arnold Sports Festival https://www.youtube.com/watch?v=EAo1CBD5E4c (0:00) – Disclaimer – Joey is No Longer with Glaxon / Zero Day Nutrition (5:00) – Sponsored by Path Forward Formulator (5:45) – Interview With Joey Savage Begins (Savage Nutra Scoop) (7:00) – What About Glaxon? (7:45) – What Is Savage Nutra All About? Any Collabs (12:00) – Joey’s 5-Year Plan: Beyond Sports Nutrition and Ideal Projects? (14:00) – Joey’s Ideal Microbiome: The Human Trash Compactor (15:45) – More On the Microbiome (16:50) – Vulture Story Background and Vulture Power (19:00) – Joey’s Passion: Lots of bacteria! (21:45) – Importance of Protecting Intellectual Property (23:00) – Hordenine’s Legality (24:45) – Giving Back to the Industry (25:50) – Industry Ignorance (26:30) – How To Plan New Supplement Research (29:00) – Advantages of Probiotics and Real-World Precedents (30:00) – Next Research Step After Caco-2 (34:00) – Digital Biomarkers (35:40) – Cannabis and Melatonin (39:15) – BHB in beverages? (42:15) – Caffeine vs. BHB and BHB with Carbs? (49:30) – Tardigrades (53:45) – Carbs and electrolytes (56:45) – Potassium (1:00:35) – Potassium problems (1:03:15) – Fiber Fusion (1:07:00) – Fiber and psyllium husk (1:08:45) – Niacin and The Flush (1:14:00) – Niacin Pre-Workout and Reduced Performance (1:16:00) – Passing THC Tests? (1:20:15) – Cannabis enhancement supplement (1:23:30) – Microplastics (1:25:45) – Food source adaptation (1:28:00) – The state of the supplement industry (1:30:45) – A new generation of supplement industry leaders (1:35:00) – The regulatory battleground (1:41:30) – The danger of precedent Where to Find Joey Instagram: @SavageNutra LinkedIn:… Read more on the PricePlow Blog

Every year, the who’s who in the supplement industry make the pilgrimage to the famous Arnold Expo. It’s a hectic, buzzing environment that showcases all the industry has to offer for the year, and brands use it as an opportunity to commingle with industry leaders, athletes, and consumers. The Cage is Back, Baby! One element that has been sorely missed for the last several years was the Animal Cage, which we talked about with Jason Budsock from Animal on Episode #80 of the PricePlow Podcast. Well, the folks at Animal heard the people loud and clear. As we discussed in our article titled “Animal is Bringing THE CAGE Back for the 2024 Arnold Expo“, the famous booth has made a triumphant return after being bent since 2019. We can say with resounding confidence that the return of the Cage was the highlight of the event, and we had the opportunity to sit down with Jason at the main event. https://blog.priceplow.com/podcast/animal-cage-2024-128 Video: Animal Returns The Cage Back to the Arnold https://www.youtube.com/watch?v=5emwBonchJc Detailed Show Notes: Mike and Ben From the Cage (0:00) – Welcome back Animal Cage! (5:45) – Evolution of the Cage (9:00) – Athlete Partnerships (13:00) – Generational Shifts (17:30) – Creatine Tablets (20:45) – Massive Squats (24:45) – Rudy Joins! (30:00) – Individual Expression in the Cage Stay in touch with Animal: Instagram: @AnimalPak TikTok: @OfficialAnimalPak YouTube: YouTube.com/@animalpak LinkedIn: Jason B and Rudy Checo Thanks for having us in the Cage, Jason and Rudy! This was a great time. Until next time, subscribe to the PricePlow Podcast on your favorite platform, and please leave us a great review!

This is the second of two new episodes with Dr. Cameron Sepah, founder and CEO of Maximus, and this is the one that everyone’s going to get excited about. Previously, we talked about the Maximus Blood Flow Protocol in Episode #124, but for Episode #127, we’re happy to announce a major update to the Maximus Testosterone Protocol: An Oral TRT Breakthrough: Maximus Combines the Best of Both Worlds This is a direct follow-up to episode #062, where Dr. Cam introduced Maximus and his testosterone-boosting drug (which does not shutdown the HTPA axis), enclomiphene. Enclomiphene works incredibly well (roughly 2x free and total testosterone), but what about those who want even more?! That generally means exogenous testosterone, whether it’s injectable or transdermal… but… Oral TRT + Enclomiphene = A Testosterone Win-Win Not anymore! By combining new oral TRT technologies with enclomiphene in the Maximus Testosterone Protocol, Dr. Cam and his team at Maximus have found the best of both worlds, a way to significantly increase testosterone without nearly as many side effects or shutdown consequences. It works more in line with the male body’s natural daily hormonal rhythms — meaning it’s non-suppressive! This one’s going to be a gamechanger, and we’re proud to be part of the announcement. https://blog.priceplow.com/podcast/oral-trt-maximus-dr-cameron-sepah-127 Video: Dr. Cameron Sepah Enhances Oral TRT https://www.youtube.com/watch?v=j2YKsAttTUk Detailed Show Notes: The Maximus Oral TRT Breakthrough (0:00) – Introductions and the Big Announcement (3:15) – Catching up on Enclomiphene (8:00) – The Drawbacks of Traditional TRT (11:45) – How Oral TRT Works (22:09) – Retaining the hormonal rhythm (30:15) – Misconceptions about enclomiphene (41:25) – Administration mechanics – take with a fat source (48:00) – Metabolism of oral testosterone… when’s the peak? (55:00) – The process of transitioning from injectable to oral TRT (1:08:00) – Personalized approach to hormone therapy (1:15:15) – SHBG and IGF-1 (1:28:45) – Mike’s Hormone Panel (1:34:15) – Wrap Up Where to Follow Dr. Cam: Twitter: @DrCamRX Instagram: @DrCamMaximus Website: https://www.maximustribe.com Discord Community: https://discord.maximustribe.com Previous Podcasts with Dr. Cam: Episode #062: MAXIMUS: Testosterone Enhancement with Dr. Cameron Sepah Episode #070: The Maximus Lover Protocol: Dr. Cameron Sepah Boosts Libido (this one has been reformulated to what’s in the next episode) … Read more on the PricePlow Blog

It’s the story everyone’s been waiting for. James Boccuzzi joins The PricePlow Podcast to explain his side of the story in the 2019 Blackstone Labs indictments, where he was found guilty for conspiring to defraud the FDA and spent a bit over a year in prison after a 51-month sentence. James is now out, and came on to PricePlow to tell his side of the story and get re-settled into the supplement industry. James Boccuzzi: The Blackstone Labs Indictment and Prison Time “Boca James” first talks about his background, which includes employment at iForce Nutrition, USPLabs and more. But it’s the mania during the Blackstone Labs heyday that everyone’s here to listen to, and James explains the situation from his perspective as a salesman. It’s a long discussion with many worthy moments, including a cheerful story about how Aaron Singerman had him treated well in prison, likening it to “The Godfather” movie series. The most interesting part of this? James was the only one of six indicted who did not plead guilty. You’ll need to listen to the story – this apparently got him some ‘cred’ in prison. https://blog.priceplow.com/podcast/james-boccuzzi-126 Video: James Boccuzzi Explains His Side https://www.youtube.com/watch?v=iZRganmXNR8 Detailed Show Notes: James Boccuzzi (0:00) – Introductions (8:30) – USP Labs (15:15) – Blackstone Labs Booming (30:00) – The Raid (42:30) – To cooperate or not? (50:00) – Leading up to trial (1:06:00) – The Trial (1:23:00) – Understanding your legal risks (1:29:30) – Conviction and Prison (1:34:30) – Prison Time and Aaron Singerman as “The Godfather” (1:40:00) – Prison was… fun?! (1:44:45) – Ego in the fitness industry (1:48:30) – An eye towards the future A big thank you to James for telling your story on PricePlow. As always, subscribe to the PricePlow Podcast on your platform of choice. Leave us a great review if you enjoy it!

In Episode #125 of the PricePlow Podcast, Ben and Mike welcome Michael Alfaro, the founder and CEO of Master Foods Lab, a specialty contract manufacturer in the supplement industry that focuses on functional foods and high-protein snacks. The focus of the podcast is on functional foods, specifically baked goods, which we delve into after a tour of the Master Foods facility and some flavor tastings. But first, we get into Michael’s business background, which started in CrossFit, and eventually learn why he’s called the “Head Rhino”. This is a long episode, so we dive heavily into a lot of ingredient science. It will explain a lot of common questions that brands have when attempting to create a new functional food. For instance, Michael answers why you can’t just easily make a collagen protein bar that has 100% collagen protein. Things also get spun when Michael asks Ben and Mike a question that takes the podcast into a different direction regarding the success of supplement businesses and the role of influencers. It’s an all-around great episode, and more content will be coming out, so make sure you subscribe to PricePlow’s Master Foods Lab news alerts at the end so you don’t miss out on the other parts! https://blog.priceplow.com/podcast/michael-alfaro-master-foods-lab-125 Video: Michael Alfaro of Master Foods Lab in Miami, FL https://www.youtube.com/watch?v=LZ1tWGp4A7o Detailed Show Notes: Michael Alfaro, Master Foods Lab (0:00) – Introductions (9:30) – Transition to functional foods (16:30) – The launch of Master Foods Lab (25:30) – Manufacturing challenges (36:45) – Innovation as a core driver (43:15) – Experimentation and brand alignment (49:30) – Ingredient science (58:30) – Ethics and liability in food manufacturing (1:03:30) – A forward-looking approach to functional foods (1:13:45) – Trends (1:19:15) – Collagen and plant-based alternatives (1:24:15) – Research and development (1:30:15) – Testing, uniqueness, and brand protection (1:38:45) – Betting on brands (1:49:30) – The influence of TikTok (1:59:45) – Engaging content (2:10:00) – Elements of brand success (2:20:45) – Wrap Up Where to Follow Michael and Master Foods Lab Michael Alfaro on Instagram: @HeadRhino Michael Alfaro on LinkedIn Master Foods Lab Website: https://masterfoodslab.com/ Master Foods Lab on Instagram: @MasterFoodsLab And of course, sign up for Master Foods Lab news alerts on PricePlow – we have a whole lot more coming, including a plant tour, tasting panel, rapid-fire Q&A series, and a cool product ideation and creation session in the lab! And if anyone wants some support making functional foods, hit us up for unique ideas — we’ll give our opinions and help you beta-test. Thanks to Michael for having us, this trip was a total blast! As always, subscribe to the… Read more on the PricePlow Blog

After a 50+ episode hiatus, Maximus founder and CEO Dr. Cameron Sepah is back on the PricePlow Podcast for the first of two new episodes to give us the update on what’s going on in the pharmaceutical world of performance enhancement. For Episode #124, we talk about the Maximus Blood Flow Protocol, which is a potent synergistic combination of Tadalafil and Vardenafil to boost blood flow in ways that dietary supplement formulators could only dream of. Dr. Cam was previously on episode #062, where he introduced Maximus and talked all things testosterone, and episode #070, where he introduced us to the science behind tadalafil. The “Maximus Lover Protocol” discussed in #070 has been upgraded to the Blood Flow Protocol that’s discussed today, however, which is why he’s back to talk about the reformulation. We joke that this is a “prescription pre-workout”, and while that phrase can be used, but the science is showing that there’s a lot of data supporting cardiovascular improvements and potential longevity plays with the drugs used in this protocol. https://blog.priceplow.com/podcast/dr-cameron-sepah-maximus-blood-flow-protocol-124 Video: Dr. Cameron Sepah Combines Two Drugs for a “Prescription Pre-Workout” https://www.youtube.com/watch?v=FANq-_eEUTk The Maximus Blood Flow Protocol: Show Notes with Dr. Cameron Sepah (0:00) – Re-Introductions (3:15) – The Maximus Blood Flow Protocol (13:00) – Enhancing overall circulation with Tadalafil and Vardenafil (19:30) – Performance benefits and consistency (25:30) – Aspirin Synergy (32:00) – PDE-5 inhibitors in bodybuilding (36:00) – Regulations, quality, and standards (52:15) – Prostate issues and health markers (1:00:00) – Vitamin D Where to Follow Dr. Cam: Twitter: @DrCamRX Instagram: @DrCamMaximus Website: https://www.maximustribe.com Discord Community: https://discord.maximustribe.com Thanks for joining once again – get ready for the second part of this two-part series! Until then, subscribe to the PricePlow Podcast on your favorite platform, and please leave us a great review!

For Episode #123, PricePlow welcomes guests Raza Bashir of MuscleTech and Shawn Wells of NNB Nutrition and Ingenious Ingredients back on to the PricePlow Podcast to discuss MuscleTech’s new muscle-building supplement, Peptide 185 (pronounced “Peptide One-Eight-Five”), which is made from a new leucine dipeptide (dileucine). Understanding the Dileucine in MuscleTech Peptide 185 Launched in early 2024, the powerful amino acid has repeatedly sold out on MuscleTech’s website, but when it’s been available, we’ve received countless inquiries about it, so we worked to get this episode live to help answer many of the most frequently asked questions. Raza and Shawn both also appeared on Episode #072, where they explained paraxanthine enfinity to the world. After we finish discussing the dileucine in Peptide 185, we recap the key takeaways and experiences from the enfinity introduction, learning about new data coming. Interestingly, we’re told that the two ingredients are synergistic, so we hope to see more about that in the coming years. https://blog.priceplow.com/podcast/raza-bashir-shawn-wells-muscletech-peptide-185-dileucine-123 Video: Raza Bashir and Shawn Wells Return to PricePlow to Explain Dileucine in MuscleTech Peptide 185 https://www.youtube.com/watch?v=udPM3UG8M7E Raza Bashir and Shawn Wells Explain Peptide 185 (Dileucine) and Recap enfinity Paraxanthine (0:00) – Re-Introductions (10:45) – Defeating Leucine’s Limitations with Dileucine (19:00) – Dileucine Dosage (25:45) – Dileucine Benefits and Market Readiness (32:15) – Dileucine and Paraxanthine (41:30) – The Benefits of Paraxanthine (53:45) – Leucine Resistance and Wrap-Up You can find the published research on dileucine in our Peptide 185 article. Where to Find Raza, Shawn, and MuscleTech Sign up for PricePlow’s MuscleTech news alerts @MuscleTech on Instagram Raza Bashir on LinkedIn @ShawnWells on Instagram Listen to Episode #072 of the PricePlow Podcast Thanks once again to Shawn and Raza for supporting the PricePlow Podcast and coming on to discuss your new ingredients. As always, subscribe to the PricePlow Podcast on your platform of choice, and leave us a 10-star review!

On Episode #122 of the PricePlow Podcast, Team PricePlow welcomes Jake Powers, the Director of Community at MTN OPS – a brand focused on outdoor performance supplements. MTN OPS, located north of Salt Lake City, Utah, recently celebrated its nine-year anniversary and does phenomenal business on Amazon (see the MTN OPS page on Amazon). As “Director of Community”, Jake humorously describes his role as a mix of various responsibilities, from being the “loudest voice in the room” to working with events, ambassadors, and manufacturing partnerships. MTN OPS: Supplements for Hunting and Outdoors?! This episode is fun and different because the brand has a different purpose — supplements for outdoor enthusiasts. This pulls the conversation into the direction of hunting, where we talk about the training, hydration, diet, and supplementation to succeed. MTN OPS of course has protein bars and hydration supplements for these purposes, but one interesting supplement discussed is one made for adaptation to elevation, which plays a major role for those heading into the mountains. https://blog.priceplow.com/podcast/jake-powers-mtn-ops-122 Video: Jake Powers Brings MTN OPS Supplements on the Hunt https://www.youtube.com/watch?v=CmyxMTwvziw (0:00) – Introductions (5:00) – CrossFit and Hunting (10:45) – Hydration in hunting (15:15) – Getting ready for the hunt (22:15) – MTN OPS Demographics (31:15) – Solitude for Climate Acclimatization (37:45) – STM = Straight to Mouth! Equipment on the range (45:45) – Food in the backcountry (54:30) – Slumber sleep aid (59:15) – Performance bars (1:01:30) – Conquer Hunger Charity (1:07:00) – More MTN OPS products (1:23:15) – Farewells Where to find Jake and MTN OPS See PricePlow’s MTN OPS page to sign up for product alerts and deals See the MTN OPS page on Amazon Follow @MTNOPS on Instagram Follow @TheRealJakePowers on Instagram to follow Jake You can head back to the main PricePlow Podcast page — as always, please subscribe on your favorite app and give us a 5-star review!

It’s a new year, and you know what that means! It is now time for PricePlow’s annual Supplement Industry Awards ceremony, where we take a look at the past year and decide the coolest and most interesting supplements and brands that hit the market. PricePlow’s 2023 Supplement Industry Awards This year, we have quite a few awards, similar to prior years past. The list are as follows: Flavor System of the Year Functional Food of the Year Product of the Year Protein of the Year Brands to Watch in 2024 Innovator of the Year MVP of the Year Rookie of the Year Breakout Brand of the Year Brand of the Year Without further ado, let the ceremony commence! This is posted as Episode #121 on the PricePlow Podcast. Video and audio versions are below, with the details after that: https://www.youtube.com/watch?v=8xL-NVZ5sd8 (0:00) – Introductions (2:45) – Flavor System of the Year (7:00) – Functional Food of the Year (12:30) – Product Launch and Pre-Workout of the Year (28:45) – Protein of the Year (36:00) – Brands to Watch in 2024 (45:00) – Innovator of the Year (53:00) – MVP of the Year (1:07:00) – Rookie of the Year (1:13:30) – Breakout Brand of the Year (1:20:10) – Brand of the Year See our Raw Nutrition news page for the full listing. Mike points out that Raw Nutrition’s success is due in large part to their partnership with influential figures like Chris Bumstead and their ability to combine high-quality products with effective marketing and community engagement. They discuss how Raw’s approach contrasts with previous industry partnerships with big names that did not pan out successfully. 2023 Brand of the Year: Raw Nutrition. What a great year! Congratulations to everyone named, and good luck in 2024 – we know it’ll be a wild one, at least if Merica Labz’ first launch (Orange Man Bad) is any indication. As always, subscribe to the PricePlow Podcast and leave us a review on your platform of choice.